Who would be a sales director

Martin Wheeler and Ian Fermer

Consumer packaged goods manufacturers in the UK pay around £8 billion to grocery retail chains to support promotional activity each year, while the share of profits taken by the latter from these initiatives has increased by over 10% since 2003, figures from Billetts show.

Who would be a sales director?

Martin Wheeler and Ian FermerBilletts

The current trading environment is forcing Consumer Packaged Goods (CPG) brands to increase trade funding at a time when ROI from this "investment" is being forced down. Retailers are more demanding than ever and consumers equally ruthless. Meanwhile the CEO wants to see trade spend down and ROI up. Who would want to be a sales director for a CPG brand?

In the following paragraphs we will explore some of the challenges facing CPG Sales Directors in the current fierce trading environment.

How much...

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